Strategic media planning and buying: Integration of traditional and digital media

By:

Rathore, Basant

Publication details: Oxon: Routledge, 2024.Description: xx, 420p., ind., 24 cm X 16 cmISBN:

9781032724577

Subject(s):

-- mass communication business -- media planning and buying -- journalism & professional media -- business & industry media -- film studies humanities -- Asian studies

DDC classification:

659.111

List(s) this item appears in: New Arrivals 19 Aug 2024

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Average rating: 4.0 (1 votes)

Holdings
Item type	Current library	Call number	Status	Barcode
Books	KEIC	659.111 RAT (Browse shelf(Opens below))	Available	23512
Books	KEIC	659.111 RAT (Browse shelf(Opens below))	Available	23513
Books	KEIC	659.111 RAT (Browse shelf(Opens below))	Available	23514

Recommended by: Santosh Kumar Patra

Content:

1. Basic Concepts 2 Media Research 3 Effective Frequency & Effective Reach 4 Marketing Strategy & Media 5 Media Strategy Planning Decisions – Who is the Target Audience? 6 Media Strategy Planning Decisions – Where? 7 Media Strategy Planning Decisions – When to advertise? 8 Dimensions of Media Strategy – How much? 9 Principles of Strategy Planning 10 Media Mix Selections 11 Vehicle Selection I – Traditional Media 12 Vehicle Selection II – Digital Media 13 Media Buying 14 Media Marketing 15 Advertising Budget Setting 16 Media Briefing 17 Organizational Structures in Media.

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